By Janet Holian
Your customers are your livelihood. You need them to buy your products and use your services on a regular basis. They know who you are, but do they think of you when the need for the things you sell arises? How can you compete with the big guys all year long without breaking the bank?
{viewonly=registered,special}First Impressions
Let’s face it: Image is everything. If you don’t look big, prospective customers will go elsewhere.
The logo of your company is often the first thing that people see. Don’t take it for granted. It should communicate the values of your company—strong, dedicated, customer focused, etc.—and be on all of your marketing and branding materials. This idea extends to your Web site. Ensure it communicates your brand, is visually appealing and makes an impact when customers and prospects visit it.
Another critical first impression is your business card. It’s often the first thing someone sees when you meet them. Make sure they are high-quality, full-color and make an immediate impact. Distribute them freely. Give a stack to colleagues to pass along to potential customers.
And, finally, produce high-quality, professional materials for all of your branding and marketing initiatives. All of your collateral materials, including letterhead, note cards, postcards, brochures, giveaways and even return address labels should match and make a strong impression.
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